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79 Cards in this Set
- Front
- Back
attitude
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a lasting, general evaluation of people, objects, advertisements or issues
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attitude objective
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anything toward which one has an attitude
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functional theory of values
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how attitudes facilitate social behavior
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Utilitarian Function
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relates to the basic principles of reward and punishment
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Value-expression function
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express the consumer's central values or self concept
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Ego-defensive function
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attitudes we form to protect ourselves either from external threats or internal feelings
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knowledge function
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need for order, structure or meaning
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affect
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how a consumer feels about an attitude object
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behavior
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refers to his intentions to take action about attitude object
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cognition
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what one believes to be true about the attitude object
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ABC model of attitudes
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Affect, behavior and cognition
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attitude toward the advertisement
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predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure.
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Compliance
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lowest level of involvement, forms an attitude because it helps is gaining rewards or avoiding punishment
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Identification
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forms an attitude to conform to another person's or group's expectations
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Internalization
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high level of involvement -consumer internalizes deep -seated attitudes as they become part of their value system
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Principles of cognitive consistency
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we value harmony among our thoughts, feelings and behaviors and a need to maintain uniformity among these elements motivates us
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self-perception theory
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alternative explanation of dissonance effects, assumes we observe our own behavior to determine just what our attitudes are.
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foot-in-the-door technique
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more likely to comply with a big request if he has already agreed to a smaller one
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social judgment theory
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assumes that people assimilate the new information about attitude objects in light of what they already know and feel
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latitudes of acceptance and rejection
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evaluate ideas falling within a latitude favorably more likely than those falling outside of this zone
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balance theory
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considers how a person perceives relations among different attitude objects and how he alters his attitudes to remain consistent
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Multiattribute attitude models
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model assumes that a consumer's attitude toward an attitude object depends on the belief that she has about several of its attributes
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theory or reasoned action
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improved fishbein model of predicting behavior
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multiple pathway anchoring and adjustment model (MPAA mode)l
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attitude- behavior connection model that emphazies mutliple pathways to attitude formation, including outside-in (object-centered) and inside- out (person-centered)
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Theory of trying
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states that the criterion of behavior in the reasoned action model should be replaced with trying to reach a goal.
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Persuasion
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an active attempt to change attitudes
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reciprocity
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more likely to give if first we recieve
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scarcity
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items are more attractive when they arent available
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authority
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we believe authoritarian sources
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consistency
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people try not to contradict themselves in terms of what they say and do about an issue
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Liking
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we agree with those we like or admire
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Consensus
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we consider what others do before we decide what to do
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communications model
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model specifies the elements they need to control in order to communicate with their constomers
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permission marketing
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acknowledges that a marketer will be more successful with consumers who have already agreed to listen to him
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M-commerce
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mobile commerce- marketers promote their goods and services via wireless devices
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blogging
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form of new message fomats
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source credibility
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refers to a communicator's expertise, objectivity or trustworthiness
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sleeper effect
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people "forget" about the negative source and wind up changing their attitudes anyway
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corporate paradox
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the more involved a company appears to be in the dissemination of news about its products, the less credible it becomes
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buzz
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word of mouth that consumers think is authentic and truly consumer generated
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hype
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inauthentic- corporate propoganda
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source attractiveness
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refers to the social value recipients attribute to a communicator
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match-up hypothesis
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celebrity's image and that of the product he or she endorses should be similar
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two-factor theory
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explains the fine line between familiarity and boredom
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refutational arguments
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raise a negative issue then dismiss it
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comparative advantage
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compares two brands and weighs them in terms of attributes
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fear appeals
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emphasizes the negative consequences that can occur unless the consumer changes a behavior or an attitude
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allegory
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a story about an abstract trait or concept for which a person, animal or vegetable stands
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resonance
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literary device in the form of a presentation that combines a play on words with a relevant picture
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elaboration likelihood model ELM
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assumes that once a consumer receives a message she begins to process it
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consumer hyperchoice
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condition where the large number of available options forces us to make repeated choices that may drain psychological energy while decreasing our abilities to make smart decisions
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rational perspective
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we can calmly and carefully integrate as much information as we already know about a product and make satisfactory decisions
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purchase momentum
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initial impulses that actually increase the likelihood we will buy even more
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behavioral influence perpective
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learned responses to behavioral cues
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experimental perspective
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no single quality, instead the Gestalt or totality of the product or service
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extended problem solving
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traditional decision making perspective
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habitual decision making
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choices we make with little or no conscious effort
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problem recognition
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occurs when we see a significant difference between our current state of affairs and some state
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information search
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surveys environment for appropriate data
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Variety seeking
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the desire to chose new alternatives
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mental accounting
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demonstrates the way we pose a problem
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Prospect theory
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describes how people make choices finds that utility is a function of gains and losses
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perceived risk
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negative consequences from using or not using a product or service
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consideration set
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alternatives consumer actually considers
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knowledge structure
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a set of beliefs and the way we organize these beliefs in our minds
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evaluative criteria
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dimensions we use to judge the merits of competing options
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determinant attributes
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the featues we actually use to differentiate among our choices
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feature creep
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spiral of complexity of gadgets
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neuromarketing
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uses functional magnetic resonance imaging MRI to track blood flow ass we perform mental tasks
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cybermediary
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an intermediary that helps to filter and organize online market information to that customers can identify and evaluate alternatives more efficiently
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intelligent agents
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software programs that use collaborative filtering techniques to learn from past behavior and recommend new purchases
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electronic recommendation agent
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software tool that tries to understand a human decision maker's mulitatribute preferences for a product category by asking users to communicate preferences
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heuristics
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mental rule of thumb that lead to a speedy decision
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product signal
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communicates some underlying quality
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market beliefs
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assumptions about companies, products and stores
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ethnocentrism
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tendency to prefer products or people of ones' own cultures
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Zipf's law
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prefer a number one brand to competitions is very strong
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brand loyalty
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repeat purchasing behavior that reflects a conscious decision to continue buying the same brand
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noncompensatory decision rules
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when we feel that a product with a low standing on one attribute can't compensate for this flaw by doing better on another attribute
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